Creativity isn't an occupation its a preoccupation It is at the very core of what makes us human Its also a fundamental challenge that everyone faces in the modern world be they in business in education or a struggling artist or musician Being creative & innovative & communicating our ideas effectively & persuading others is vital Who could be better able to demystify & set out some useful generous advice on how to improve sustain & nurture creativity than one of the worlds greatest advertising creatives & founder of an advertising agency renowned worldwide for its excellence? In this book John Hegarty takes 50 provocations & themes that lie at the heart of creative thinking These range from those with complex depths that lie beyond deceptively simple titles such as Idea Ego Money & Technology to others that look at the complexities of modern life such as dealing with cynics in the workplace or the best way of getting angry Hegarty's message is always crystal clear & promotes the benefits of simplifying thinking boldly & being undaunted by challenges With this book when a challenge confronts them readers will find that one of the great minds in advertising is there to guide them